https://archives.christuniversity.in/files/original/0aecb35da9f909166955b9b3a9a3d9e1.pdf bf6fe6c6a9c2a16f95739b73639c6a88 Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Thesis PhD PhD Thesis Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Influence of celebrity source credibility and celebrity-fan relationship on Fan's attitude towards social cause Subject The topic of the resource Management Description An account of the resource Celebrities hold a special place in popular imagination. Their power to inspire fashion, choice of vacation, dictate food preferences and a host of other services is an interesting field of study. Over the years, celebrity endorsement has appeared as a leading advertisement format in developing successful brand campaigns. Celebrity endorsements are grounded on a common belief that endorsers can increase advertisement credibility thereby increasing brand image, awareness, and purchase behaviour. Understanding the nature of celebrities as sources in advertisements and promotions is a widely researched topic. There is an abundance of literature on the use of celebrities in commercial advertising with the end goal being sales and profits realised through intermediate outcomes such as brand image, attitude change, brand awareness and many others. Several celebrities across the world have endorsed social cause campaigns sponsored by governments and not-for-profit organizations. Creator An entity primarily responsible for making the resource S G, Bharathi - 1440001 Publisher An entity responsible for making the resource available CHRIST (Deemed to be University) Language A language of the resource English Type The nature or genre of the resource PhD